Keds launches campaign to push year-round image

LEXINGTON, MA: The sight of a white Keds sneaker may signify warm weather, but it’s an image that the company is hoping to kick. Readying a new line of year-round casual footwear, Keds has launched an image campaign to revitalize its position with consumers.

LEXINGTON, MA: The sight of a white Keds sneaker may signify warm weather, but it’s an image that the company is hoping to kick. Readying a new line of year-round casual footwear, Keds has launched an image campaign to revitalize its position with consumers.

LEXINGTON, MA: The sight of a white Keds sneaker may signify warm

weather, but it’s an image that the company is hoping to kick. Readying

a new line of year-round casual footwear, Keds has launched an image

campaign to revitalize its position with consumers.



According to Keds VP of marketing Terri Rawson, the campaign contains an

aggressive PR component that will work in conjunction with a new

advertising campaign featuring the tag line ’Keds Every Wear.’



In a move for the company - known for its children’s and casual footwear

- that breaks with its marketing tradition, Keds is attempting to gain

attention by putting the new shoes in the hands of fashion editors. The

company is also in the process of aligning with product-placement agents

in Hollywood to place the shoes on movies and television shows and is

developing a list of celebrities whom the company hopes will wear the

shoes on their own.



’Our goal is to have a significant impact on consumer awareness of and

affinity towards the brand,’ Rawson said. ’That process begins with

building relationships with the media.’



The campaign kicks off on March 7 with a media event at New York City’s

Chelsea Piers to introduce the fall line. Approximately 200 members of

the fashion, trade and business press are expected to attend.



In its 85-year history, Keds has occasionally expanded beyond its line

of sneakers. However, Rawson said that the company’s focus over the past

decade has been sneaker-specific.



In order to get a better handle on reaction to the new line, Keds

conducted a series of focus groups last fall. ’It underscored what we

felt initially - that elasticity was definitely there, and consumers

will respond if we put something fresh from Keds in front of them,’

Rawson said.



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